PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PELANGGAN OJEK ONLINE GOJEK

Wely Hadi Gunawan, Micki Watulandi

Abstract


This study aims to analyze the impact of price, promotion, and service quality on customer satisfaction among Gojek users. The research adopts descriptive and verification methods and employs purposive sampling to select 100 respondents who are Gojek users in Cirebon City. Data collection involves distributing questionnaires and utilizing Likert scale measurements. The collected data are analyzed using SPSS 25 software. The findings reveal that: (1) price has a significant positive effect on customer satisfaction, (2) promotion does not significantly influence customer satisfaction, (3) service quality positively and significantly impacts customer satisfaction, and (4) collectively, price, promotion, and service quality significantly influence customer satisfaction.

 


Full Text:

PDF

References


Adnyana, Dewa Gede Adi, and Ni Wayan Sri Suprapti. 2018. “Pengaruh Kualitas Pelayanan Dan Persepsi Harga Terhadap Kepuasan Dan Loyalitas Pelanggan Gojek Di Kota Denpasar.” E-Jurnal Manajemen Universitas Udayana 7(11):6041. doi: 10.24843/ejmunud.2018.v07.i11.p09.

Aprillia, Amel, and Dian Candra Fatihah. 2021. “Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Gojek Pada Masa Pandemi Covid-19 Di Kota Bandung.” Jurnal Pendidikan Dan Kewirausahaan 9(1):242–57. doi: 10.47668/pkwu.v9i1.222.

Akbar, I., Gunawan, W., & Maulana, Y. (2021, March). Analysis of The Effect of Service Quality and Price Perception on Customer Loyalty with Customer Satisfaction Variables as intervening variables. In Proceedings of the 1st Universitas Kuningan International Conference on Social Science, Environment and Technology, UNiSET 2020, 12 December 2020, Kuningan, West Java, Indonesia.

Bakhtiar, Fauzia, Miftha Farild, and Wahyudi. 2022. “Pengaruh Harga Dan Promosi Terhadap Loyalitas Transportasi Ojek Online.” Study of Scientific and Behavioral Management (SSBM) 3(1):56–67.

Deqing, and Daisy. 2014. “The Effect of Service Quality on Customer Satisfaction.” Actual Problems of Economics 2(2):109–25.

Ghozali. 2018. “Stie Indonesia.” Bab III Metoda Penelitian 1–9.

Istanti, Fredianaika, Yuniawati Ekaningrum, and Evada El Ummah Khoiro. 2021. “The Effect of Price , Promotion , and Ease of Use Application Online Transportation on the Usage Decision in Surabaya City.” Enrichment Journal of Management 12(1):764–69.

Lie, Darwin, Acai Sudirman, E. Efendi, and Marisi Butarbutar. 2019. “Analysis of Mediation Effect of Consumer Satisfaction on the Effect of Service Quality, Price and Consumer Trust on Consumer Loyalty.” International Journal of Scientific and Technology Research 8(8):421–28.

Mabruroh, Siti, Nur Hidayati, and Aleria Irma Hatneny. 2020. “Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Menggunakan Gojek Pada Mahasiswa UNISMA Di Kota Malang.” Jurnal Ilmiah Riset Manajemen 9(14):59–73.

Pradnyana, Ida Bagus Putra, and I. Gusti Ngurah Putra Suryanata. 2021. “Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Brand Image Grab Dengan Kepuasan Konsumen.” E-Jurnal Manajemen Universitas Udayana 10(1):82. doi: 10.24843/ejmunud.2021.v10.i01.p05.

Prasetio, Ari. 2012. “Pengaruh Kualitas Pelayanan Dan Harga Kualitas Pelanggan.” 1(4):248–52.

Rachman, Tahar. 2018. “Skripsi Bab III.” Angewandte Chemie International Edition, 6(11), 951–952. 10–27.

Santosa, Dewa Gede Wahyu, and Ida Ayu Mashyuni. 2021. “Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Grab Di Kota Denpasar.” Widya Amrita 1(1):290–302. doi: 10.32795/widyaamrita.v1i1.1176.

Sari, Dian Mustika, Khoirul Umam, and Lutfia Rizkyatul Akbar. 2021. “Pengaruh Harga Terhadap Kepuasan Konsumen.” Focus 2(2):81–87. doi: 10.37010/fcs.v2i2.345.

Sinta, Mega. 2021. “Pengaruh Kualitas Pelayanan, Harga, Dan Promosi Terhadap Kepuasan Pelanggan Goride Selama Masa Pandemi Covid-19 (Studi Kasus Pada Pelanggan Goride Di Toko Tangerang).” Prosiding: Ekonomi Dan Bisnis 1(1):563–73.

Solikha, Siti, and Imam Suprapta. 2020. “Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Kasus Pada PT. GO-JEK).” Jurnal Ekobis : Ekonomi Bisnis & Manajemen 10(1):67–81. doi: 10.37932/j.e.v10i1.91.

Widjaja, Ady, Widji Astuti, and Abdul Manan. 2019. “The Relationship between Customer Satisfaction and Loyalty: Evidence on Online Transportation Services in Indonesia.” International Journal of Advances in Scientific Research and Engineering 5(4):214–22. doi: 10.31695/ijasre.2019.33166.

Widjaja, Andrew Effendy, and Lilik Indrawati. 2018. “Pengaruh Lokasi, Harga, Promosi, Dan Kualitas Pelayananterhadap Keputusan Menggunakan Ojek Online.” Jurnal Bisnis Terapan 2(02):169–78. doi: 10.24123/jbt.v2i02.1617.

Bagus, Ida, Nyoman Udayana, and Ambar Lukitaningsih. 2022. “Pengaruh Kualitas Layanan, Kualitas Produk Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan.” 19(02):226–33.

Damaryanti, Febri, Supriadi Thalib, and Agustinus Miranda. 2022. “Pengaruh Brand Image Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating.” Jurnal Riset Manajemen Dan Akuntansi 2(2):50–62. doi: 10.55606/jurima.v2i2.253.

Januardin, Hottua Samosir. 2018. “67 Jurnal Mutiara Akuntansi Volume 3 Nomor 2 Oktober 2018.” 3.

Lestari, Astri Dwi. 2019. “Pengaruh Kualitas Pelayanan , Harga , Dan Kepercayaan Terhadap Kepuasan Pelanggan Pada Pt . Globat Jet Express ( J & T ) Surabaya.” Jurnal IlMU Dan Riset Manajemen 8(7):1–19.

Maimunah, Siti. 2020. “Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen.” IQTISHADequity Jurnal MANAJEMEN 1(2):57–68. doi: 10.51804/iej.v1i2.542.

Pujiningrum, Edyanti. 2015. “Pengaruh Harga, Promosi, Dan Pelayanan Purna Jual Terhadap Kepuasan Pelanggan Di Pt Wiratech Surabaya.” Ilmu Dan Riset Manajemen 4:1–19.

Thompson, J. 1999. “Quality Product.” Nursing Management (Harrow, London, England : 1994) 6(8):16–17. doi: 10.7748/nm.6.8.16.s14.

Wariki, Grace, Lisbeth Mananeke, and Hendra Tawas. 2015. “Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado.” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 3(2):1073–85. doi: 10.35794/emba.v3i2.9286.

Burch dan Grudnitski dalam (Fauzi, 2017:19-21). 2019. “Bab II Landasan Teori.” Journal of Chemical Information and Modeling 53(9):1689–99.

Nasti, Nilawati. 2017. “Pengaruh Harga Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Motor Yamaha Mio.” 1–8.

Nurhikma, Tiara dkk. 2022. “Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan Layanan Transportasi Online (Go-Jek) : Kualitas Pelayanan, Harga Dan Kepuasan Konsumen.” IIlmu Manajemen Terapan 3(6):646–56.

Santosa, Dewa Gede Wahyu, and Ida Ayu Mashyuni. 2021. “Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Grab Di Kota Denpasar.” Widya Amrita 1(1):290–302. doi: 10.32795/widyaamrita.v1i1.1176.

Suprianto, Puji Sugeng. 2018. “Promosi Festival Budaya Nyangku Panjalu.” Repository Universitas Pasundan 1–51.

Tisnawati, Ernie & Saefullah, kurniawan. 2005. “Pengantar Manajemen.” (June):132. doi: 10.13140/RG.2.2.17567.48800.




DOI: https://doi.org/10.25134/ijsm.v7i1.9539

Refbacks

  • There are currently no refbacks.


Indonesian Journal of Strategic Managementis licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats